For Apple, privacy is more than just a "marketing gimmick", it's a huge part of their business strategy.

With the upcoming release of iOS 15, Apple will soon limit tracking in emails, which could significantly affect the way businesses (and advertisers) measure their campaign performance with their users.

Key Highlights

• Apple introduced a slew of new privacy features at yesterday's WWDC event.
• iOS 15 will soon limit tracking within emails to keep the user's identity anonymous.
  
• Senders will no longer be able to track recipients' IP addresses, as well as when they open emails.

Why It Matters

• Emails are primarily one of the most effective ways for businesses to reach their customers, and many businesses adopt tracking mechanisms to understand campaign performance.
  
• Senders typically embed a line of code (usually via an image) — when the image loads, it makes a call to the sender's server to track that the email has been read.
• With iOS 15, senders could potentially have much less information on their recipients.
  
• There is a possibility that Google may introduce similar features to Android in the coming months.